Chrysler hires Ignite as lead social media agency

AUBURN HILLS, MI: Chrysler Group has selected Ignite Social Media to lead its digital outreach efforts as of September 1, following an RFP process.

AUBURN HILLS, MI: Chrysler Group has selected Ignite Social Media to lead its digital outreach efforts as of September 1, following an RFP process.

Ignite, whose clients include Microsoft, Samsung, and Nike will work with the automaker's marketing teams to develop and launch social media initiatives on various platforms.

“We're going to handle social media/marketing for RAM, Dodge, Chrysler, Jeep, and Fiat,” said Jim Tobin, president of Ignite. “We try to help brands connect with customers and prospects and really drive their marketing through a wide variety of social media programs, so we hope to do the same thing for Chrysler.”

Chrysler, which handles its PR internally, hires “lead agencies” for social media, not AORs, said Dianna Gutierrez, senior manager, marketing communications at the automotive company.

In March, Chrysler chose not to renew its contract with its former social media firm New Media Strategies because of a Twitter mishap in which an agency employee used the Chrysler handle to tweet, “I find it ironic that Detroit is known as the Motor City yet no one here knows how to f—ing drive.”

“As part of our agreement with NMS, they will assist with the transition to the new agency,” Gutierrez explained at the time.

Chrysler also set up appropriate steps and guidelines to ensure the security of its brands on social networks.

“That was in the past and we're just looking forward to working with Chrysler,” Tobin said.

Ignite is looking to hire 40 new people by October 1 to support its relationship with Chrysler, as well as other new accounts such as Verizon and Hair Cuttery.

At the beginning of May, Chrysler worked with Meredith Integrated Marketing for social media outreach of its "Road to Literacy" Facebook campaign.

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